4.5 (f) Processes

What are processes

Process refers to how a service is delivered. It can be challenging to demonstrate the benefits of intangible services compared to physical goods. For instance, insurance brokers often struggle to convince clients of the value of life insurance due to the complex process involved.
Process in service marketing encompasses factors like payment methods, waiting times, customer care, after-sales support, and delivery services. The delivery process is crucial as it can significantly impact customer satisfaction and future purchases.

Payment methods offer convenience to customers but may incur additional fees for certain options like credit cards.
Waiting times can negatively impact customer satisfaction and lead to lost business if not managed effectively.
Customer care involves attentive, caring, and polite staff. Businesses can gather feedback through surveys and suggestion schemes to improve customer service.
After-sales care provides a competitive advantage through services like installation, maintenance, and warranties.
Delivery processes enhance the buying experience by offering convenient options.
Processes play a crucial role in overall service quality and customer loyalty. Positive experiences, like excellent customer care at a spa, can lead to viral marketing through word-of-mouth and social media.